Vodafone commits to McLaren Mercedes F1 team
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Vodafone has extended and upgraded its title sponsorship of the McLaren Mercedes Formula 1 team as testament to the “enduring global marketing appeal” of the sport.
Source: johnwrightphoto.com
The telecommunications company’s title sponsorship will now run until the end of 2013 season. It will expand its category deal to “total communications partner” from mobile partner.
The partnership will now cover fixed, mobile and broadband networks, content and communication services, it says.
Vodafone has sponsored the McLaren team, which includes British drivers Jenson Button and Lewis Hamilton, since 2007. It has focussed much of its sponsorship effort on the sport since ending its lead partner deal with the England cricket team in 2008.
“The Vodafone McLaren Mercedes title partnership has been hugely successful, in both sporting and marketing terms, and the extension is testimony to Formula 1’s enduring global marketing appeal,” the company says in a statement.
Morten Lundal, the recently appointed group chief commercial officer, says: “Vodafone is an international brand with strong local roots. As such, Formula 1 is a strong platform from which we can engage our customers with unique experiences and events.”
Readers' comments (4)
Andrew Slater | Thu, 21 Oct 2010 12:15 pm
Vodafone's committment to English sport is fantastic to behold. Following on from their sponsorship of Manchester United, they realised they could maximise their revenues by spreading their sponsorship across a wider range of relevant sports. I have no doubt that countless amateurs have benefitted from there participation.
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Nekzaad Vakil | Fri, 22 Oct 2010 11:46 am
Vodafone needs to know that their sponsorship in F1 directly leads to increases sales. I am a vodafone customer in India, and I will not change from Vodafone no matter what. A primary reason is that they associate with the sport I love. I dont mind paying higher charges, but my loyalty lies with this brand. Kudos Vodafone
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John Smith | Sat, 23 Oct 2010 12:45 pm
But how this deal expansion will increase sales globally and make them progress into the telecommunication market?
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Anonymous | Mon, 8 Aug 2011 2:56 pm
Thanks to the BBC's deal with Sky, the free to air TV rights for F1 are slipping away in the UK. How will Vodafone feel about losing many millions of F1 viewers?
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